Hasta La Creative!

Online
Javelin Block

Advertising Agency:Vermillion Films, London, United Kingdom
Copywriter:Lee Kemp
Director:Lee Kemp
Creative Director:Lee Kemp
Producer:Emily Stubbs
Directors of photography:Karl Poyzer, Cast, John Marquez

Recently, ideas about marketing to millennials have become much more sophisticated. When marketers were confronted with this cohort, many of them relied on the stereotype of the bumbling, urbanite hipster with a short attention span to formulate their campaigns. Today though, it is better understood that Generation Y, literally America’s largest generation (75.4 million), is not a homogenous group. For one thing, there has been research showing that the wide age span in this group (18-34) creates marked buying differences between the younger and older millennials, which warrants different marketing strategies.

Today, marketers are forced to look at real segmentation, based on age, culture, income and family structure. In addition to segmentation, marketers must ensure that their first-party customer data is accurate and integrates all data sources (for example CRM, customer service calls, online sales, social media, etc.) In addition, third-party data is also tremendously important as it adds context on motivations and beliefs that help marketers understand their target group.

Yet even though the marketing world is moving toward a more educated approach to millennials, there are some stereotypes that persist. Below are three myths about the millennial consumer that should be examined in order to run successful programs.

Continue reading at AdAge.com

In the debut of an N.F.L. plan to live stream “Thursday Night Football” on Twitter, the video feed had a slight delay. Fans’ complaints were posted on Twitter in real time.

You’re stressed. You’re exhausted. And Arianna Huffington has created a new company to help you out.

Ms. Huffington, a seemingly indefatigable media presence, has over the past few years made wellness and work-life balance as much a part of her personal brand as her devotion to progressive politics and opposition to conservative politicians like Donald Trump. She’s written books, including “Thrive” in 2014 and “The Sleep Revolution” this year, and has traveled the world, giving speeches and imparting the lessons she’s learned from her own, well-documented burnout.

When it was announced in mid-August that Ms. Huffington would leave The Huffington Post, the news organization she co-founded, it was a huge surprise to the media industry. But her decision to depart to focus on a new company dedicated to “reducing stress and exhaustion,” called Thrive Global, seemed to fit her evolving focus on wellness.

Continue reading at AdAge.com

The 1996 movie “Jerry Maguire” takes off with a famous scene in which Jerry rewrites his career mission statement during a disheveled, personal breakthrough. Whether the scene is more memorable for its sage advice or the image of Tom Cruise in his underwear is up for debate. (Isn’t Tom always in his underwear? It must be contractual.) Either way, one line should be ingrained for every small agency.

“The key to this business is personal relationships.”

Spoken by Jerry’s mentor in a flashback, the idea was an epiphany for the main character. Twenty years later, that advice sounds a bit quaint for ad agencies in a digital world where we spend just as much time checking our inboxes as we do chasing down new clients.

Continue reading at AdAge.com

(TrendHunter.com) As activities such as bike riding become more popular with consumers in urban locations, products like the Hedon Cortex bike helmets that satisfy a need for style are coming about. High-quality in…

Every weekday, we bring you the Ad Age/iSpot Hot Spots, new and trending TV commercials tracked by iSpot.tv, a company that catalogs, tags and measures activity around TV ads in real time. The New Releases here ran on TV for the first time yesterday. The Most Engaging ads are showing sustained social heat, ranked by SpotShare scores reflecting the percent of digital activity associated with each one over the past week. See the methodology here.

Among the new releases, Mercedes-Benz promotes its customizable C-Class; lender SoFi shows how one man cut his interest rates with its personal loans; Kohl’s has $10 off and other discounts on women’s fall clothing; and JC Penney aims to help men and women stay on top of the fashion trends.

SheaMoisture asks “What’s Normal?” and offers 150 products to cater to every person’s definition (“all hair is good hair” as one women says in the spot).

Continue reading at AdAge.com

We all know Hollywood has been facing intense scrutiny for its lack of diversity and pay gaps with respect to female talent, including directors — who were behind the camera for only about 7% of the top 250 films last year.

The ad industry is no less guilty of such inequalities. Now, one female director, backed by several high-profile advertising and marketing names, is looking to change the landscape with “Free the Bid,” an initiative calling for all agencies to include at least one female director every time it triple-bids a production for a client.

Alma Har’el — who has helmed spots for Airbnb and Stella Artois, and directed documentary films “Bombay Beach” and “LoveTrue” as well as music video “Fjogur Piano” for Sigur Ros, featuring a balletic Shia LeBeouf — is behind the new program. It calls for brands to encourage their agencies to include female directors in the bidding process and asks production companies to add more women to their rosters.

Continue reading at AdAge.com

This awards show is airing on Sunday on ABC, which hopes to buck a trend of falling ratings, even for big live events.